SYSTEMS AND METHODS FOR DETERMINING COMPETITIVE MARKET VALUES OF AN AD IMPRESSION

• US 20120041816A1
• Filed: 07/18/2011
• Published: 02/16/2012
• Est. Priority Date: 07/19/2010
• Status: Active Grant

• Current Assignee: Mediamath Acquisition Corporation
• Original Assignee: Mediamath LLC
• Inventors: Buchalter, Yehuda Ari
• Granted Patent: US 10,223,703 B2
• Time in Patent Office: Days
• US Class Current: 705/14.41
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0242 Determining effectiveness of advertisements
• CPC Class Codes: G06Q 30/0275 Auctions

Abstract

The present disclosure is directed to methods and systems for determining competitive market values for an ad impression on an advertiser exchange. An engine executing on a device may receive a candidate set of inputs associated with ad impressions. The engine may determine competitive market values for an ad impression on an advertiser exchange. The engine may determine candidate clearing prices based on the candidate set of inputs and history of clearing prices on the advertiser exchange. The engine may generate, based on the candidate clearing prices, a competitive market value prediction for the ad impression on the advertiser exchange. The competitive market value prediction may comprise a distribution function of predicted clearing prices on the advertiser exchange. The engine may generate, based on the competitive market value prediction, a fair market value bid for the ad impression in the context of a specific ad campaign.

Claims

1. A method for determining fair market value bids for an ad impression, the method comprising:

(a) receiving, by an engine executing on a device, a candidate set of inputs associated with an ad impression and a specified ad campaign;

(b) determining, by the engine based on the candidate set of inputs, that a statistically valid prediction can be made of a fair market value for the ad impression; and

(c) generating, by the engine responsive to the determination, a set of predicted fair market value bids for the ad impression in the context of the ad campaign.

2. The method of claim 1, wherein step (a) further comprises receiving a candidate set of inputs comprising one or more of:

a campaign goal of the advertiser, a budget of the advertiser'"'"'s ad campaign, performance of the advertiser'"'"'s ad campaign, and the spending pace for the budget.

3. The method of claim 1, wherein step (a) further comprises receiving a candidate set of inputs comprising one or more high-performing ad impression characteristics and low-performing ad impression characteristics.

4. The method of claim 1, wherein step (c) further comprises generating a set of predicted fair market value bids based on at least one of the following types of goals:

cost per click (CPC), cost per lead (CPL), cost per sale (CPS), cost per action (CPA), return on investment (ROI), or winning a targeted portion of available ad impressions.

5. The method of claim 1, further comprising submitting a bid for ad impression based on the set of predicted fair market value bids if the engine determines that the bid is likely to win against another fair market value bid of another ad campaign.

6. The method of claim 1, further comprising receiving a candidate set of inputs comprising a distribution function of predicted clearing prices on an advertiser exchange for the ad impression.

7. The method of claim 1, further comprising dynamically incorporating new candidate set of inputs to generate an updated set of predicted fair market value bids for the ad impression.

8. A method for determining competitive market values for an ad impression on an advertiser exchange, the method comprising:

(a) receiving, by an engine executing on a device, a candidate set of inputs associated with ad impressions, the engine determining competitive market values for an ad impression on an advertiser exchange;

(b) determining, by the engine, candidate clearing prices based on the candidate set of inputs and history of clearing prices on the advertiser exchange; and

(c) generating, by the engine based on the candidate clearing prices, a competitive market value prediction for the ad impression on the advertiser exchange, the competitive market value prediction comprising a distribution function of predicted clearing prices on the advertiser exchange.

9. The method of claim 8, wherein step (a) further comprises receiving a candidate set of inputs comprising one or more of:

a campaign goal of the advertiser, a budget of the advertiser'"'"'s ad campaign, performance of the advertiser'"'"'s ad campaign, and the spending pace for the budget.

10. The method of claim 8, wherein step (b) further comprises defining an initial period and portion of an ad campaign budget for limiting the candidate set of inputs and the history of clearing prices for the determination of the candidate clearing prices.

11. The method of claim 8, wherein step (c) further comprises generating a set of predicted fair market value bids based on at least one of the following types of goals:

cost per click (CPC), cost per lead (CPL), cost per sale (CPS), cost per action (CPA), return on investment (ROI), or winning a targeted portion of available ad impressions.

12. The method of claim 8, further comprising dynamically incorporating new candidate set of inputs to generate an updated competitive market value prediction.

13. The method of claim 8, further comprising generating, based at least in part on the competitive market value prediction, one or more fair market value bids for the ad impression in the context of a specific ad campaign.

14. A method for managing aggressiveness of bidding based on fair market value and competitive market value of an ad impression, the method comprising:

(a) receiving, by a bidder, identification of a bid aggressiveness value on a predetermined bid aggressiveness scale;

(b) scaling a fair market value generated for an ad impression with a predetermined scaling factor;

(c) determining, by the bidder, whether the scaled fair market value is greater than a competitive market value for the ad impression corresponding to the bid aggressiveness value received by the bidder.

15. The method of claim 14, wherein step (a) further comprises selecting the bid aggressiveness value based on at least one of the following types of goals:

cost per click (CPC), cost per lead (CPL), cost per sale (CPS), cost per action (CPA), return on investment (ROI), or winning a targeted portion of available ad impressions.

16. The method of claim 14, wherein step (a) further comprises receiving identification of a bid aggressiveness value on a predetermined bid aggressiveness scale, the scale having an assigned value below which a bid using a corresponding competitive market value is expected to win less than 50% of the available ad impressions, and above which a bid using a corresponding competitive market value is expected to win more than 50% of the available ad impressions.

17. The method of claim 14, wherein step (b) further comprises determining the scaling factor based on the bid aggressiveness value received.

18. The method of claim 14, wherein step (b) further comprises determining the scaling factor to comprise a value less than 1 if the bid aggressiveness value received is less than the assigned value.

19. The method of claim 14, wherein step (c) further comprises selecting, as the fair market value bid, the greater of the scaled fair market value and the competitive market value corresponding to the received bid aggressiveness value, if the bid aggressiveness value received is less than the assigned value.

20. The method of claim 14, wherein step (c) further comprises selecting, as the fair market value bid, the lesser of the scaled fair market value and the competitive market value corresponding to the received bid aggressiveness value, if the bid aggressiveness value received is more than the assigned value.